Designing the Relational Model of Brand Experience, Brand Passion and Brand Ethicality with Brand Commitment in Sportswear Consumers

Nematollahi, Zahra; Sajjadi, Nasrollah; Hamidi, Mehrzad; Alidoust Ghahfarokhi, Ebrahim

doi:10.22059/jsm.2020.290443.2340

Designing the Relational Model of Brand Experience, Brand Passion and Brand Ethicality with Brand Commitment in Sportswear Consumers

Document Type : Research Paper

Authors

Zahra Nematollahi ¹

Nasrollah Sajjadi ²

Mehrzad Hamidi ²

Ebrahim Alidoust ghahfarokhi ²

¹ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, pardis kish, Iran

² Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2020.290443.2340

Abstract

Introduction: From consumer prospective brand is an important part of the product, and brand image and consumer’s perception is very important for marketers. The general purpose of the present research was to design the relational model of brand experience, brand passion, and brand ethicality with brand commitment in sports wearers.
Methods: The present study was a descriptive correlation research based on structural equation modeling. The statistical population of this research was 212 athlete students from Shiraz Islamic Azad University sportswear customers. Due to the uncertainty of the exact number of customers, the sample was 384 randomly selected based on Morgan's table for unlimited statistical population. In this research, self-structure questionnaire of brand experience and brand commitment as well as standard brand passion brand ethicality questionnaire was used.
Results: The results showed that brand experience and brand ethicality have a positive significant effect on brand commitment. However, harmonious passion and obbsessive passion for brand has not significant effect on brand commitment. Finally, the fit index was 0.418, indicating a strong overall fit.
Conclusion: Therefore, it is suggested that the sports shop managers use the new marketing methods for customer contact points to create better experiences.

Keywords

Brand Experience

Brand Ethicality

Brand Commitment

Sports Wearers

Subjects

Sport Management

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